Fuelling a Distinct Brand Identity for a Market Disruptor
Scope
Brand Strategy & Positioning
Brand Identity
Logos
Logo Suite
Photography Direction
Brand Collateral
Marketing Collateral
Brand Guidelines
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The founders of My Propane Buddy value one simple truth – time is the most precious non-renewable resource. Unfortunately, time isn’t always on our side, and we all get tied up in little tasks that take us away from spending time where it matters most.
They decided to tackle one of those little annoyances – exchanging propane tanks – by developing an entirely new technologically enabled self-serve vending experience that is easy, convenient and, most importantly, saves enormous time.
While the team at parent company Sleegers had innovated an industry revolutionizing product and user experience, they needed outside expertise in developing the brand – telling its story, bringing it to life visually, and launching it in the market.
The project had a clear vision: to make propane exchange hassle-free and accessible. We kicked off our process by understanding the consumer audience, competitive landscape, and cultural trends, such as the movement towards technologically enabled convenience in retail experiences.
Sleegers brought the name “My Propane Buddy” to Jacknife, embodying an approachable, reliable service emphasizing convenience. The name captured the brand’s intention to become a dependable, easy-to-use solution for propane exchange. Leveraging our learnings and the provided brand name, we developed the brand’s strategic platform and positioning line, “Your on-demand propane pal,” emphasizing the brand’s commitment to saving customers time and effort.
To bring the strategy to life, we developed the visual articulation of the brand, drawing inspiration from the classic aesthetics of retro gas stations and blue-collar workwear. We infused these historical references with modern cues, blending vintage charm with contemporary design to create a distinctive and memorable brand presence.
Jacknife delivered a comprehensive suite of branding assets, including a robust visual identity system with the primary logo, sub-logos, colour palette, typography, and photographic direction – a cohesive visual language designed to stand out in the marketplace and ensure consistency across all touchpoints.
We applied the brand system to the kiosks and marketing materials, digital content, and detailed brand guidelines for the market launch.
I had the pleasure of working with the team at Jacknife on the development of the My Propane Buddy brand, and I couldn’t be happier with the results. Their professionalism, creativity, and ability to truly understand our vision were exceptional. They helped us bring this brand to life in a way that perfectly captures our values and message. I highly recommend Jacknife to anyone looking for a top-notch design agency that truly delivers.
